[pt] O objetivo deste estudo é o de propor e testar um modelo teórico capaz de descrever o coalinhamento entre as estratégias competitivas e colaborativas, sua reação conjunta aos impactos do ambiente e seus efeitos sobre o desempenho de empresas. Inicialmente, utilizando o paradigma SCP como plataforma teórica do modelo objeto de estudo, desenvolveu-se um modelo estrutural relacionando as estratégias competitivas e colaborativas entre si e ao ambiente e, este, ao desempenho. Na segunda etapa, buscou-se a definição das variáveis observáveis para composição do modelo completo com base em levantamento bibliográfico que envolveu 97 trabalhos publicados entre 1977 e 2004. A eleição das variáveis finais resultou da consolidação do escrutínio de seis especialistas do mercado segurador - escolhido para teste do modelo - e da sua redução por meio da confrontação com a teoria, o que permitiu a elaboração das hipóteses necessárias à análise da validade das relações. A terceira etapa constou da pesquisa de campo, implementada por meio de questionário estruturado enviado à gerência de topo de todas as seguradoras que operam no Brasil e que publicaram balanço nos exercícios de 2002 a 2004. Tais informações foram retiradas do cruzamento das bases de dados do IRB - Brasil Resseguros SA e da Superintendência de Seguros Privados - SUSEP. O índice de respostas equivaleu a 61,54% das seguradoras daamostra final e a 60,26% da participação de mercado em prêmio de seguros de 2004. Feita a coleta dos indicadores, a quarta, e última etapa, tratou do cálculo do coalinhamento entre as estratégias competitivas e colaborativas - a partir de um referencial de estratégias competitivas e colaborativas associado a empresas com desempenho superior - e do teste do modelo, realizado por meio da técnica de modelagem de equações estruturais - SEM, implementada com o auxílio dos softwares SPSS e AMOS. O teste do modelo foi realizado em quatro versões - original e três re-especificações -, empregando variáveis de forma reflexiva e formadora. Tanto o modelo original proposto como suas re-especificaçõesapresentaram índices de ajuste geral muito bons, permitindo a aceitação das principais hipóteses formuladas e, conseqüentemente, a aplicabilidade do paradigma SCP para a indústria de teste. A tentativa de suprir lacuna no emprego da técnica SEM empregando variável do construto Desempenho como formadora não é recomendável, a despeito do ajuste geral apresentado. Particularmente para essa indústria, o coalinhamento se mostrou relevante na sensibilidade do ambiente e sobre o desempenho, especialmente quando envolve as variáveis que representam a regulamentação do setor, a entrada de novas seguradoras e o nível de renovação de apólices em uma mesma seguradora. Outra contribuição relevante da pesquisa está no banco de variáveis gerado, o qual pode alimentar um número expressivo de novos modelos em Estratégia, sob os mais diversos paradigmas, aqui, no Brasil. / [en] The objective of this study is to pose and test a theoretical model able to depict the co alignment between competitive and collaborative strategies, their joint reaction to the impacts of the environment and their effects upon the performance of companies. Initially, utilizing the SCP paradigm as a theoretical platform of the subject model of the study, a structural model has been developed associating the collaborative and competitive strategies between themselves and to the environment and the latter to the performance. In the second stage, the definition of observable variables for the constitution of the complete model based on a bibliographic survey which involved 97 papers published between 1977 and 2004 was sought. The selection of the final variables resulted from the consolidation of the judgments made by six specialists from the insurance market - which had been chosen as the market to test the model - and of its reduction through confrontation with the theory, thus allowing for the concoction of the necessary hypotheses for the analysis of the legitimacy of the relationships. The third stage consisted of a field research that was implemented through a structured questionnaire that was sent to the highest echelons of management of all the insurance companies operating in Brazil and that published their statutory financial statements from the fiscal years of 2002 through 2004. Such information had been drawn from the crossing of the database of IRB - Brazil Reinsurance SA and of those from the Superintendence of Private Insurance - SUSEP. The rate of responses corresponded to 61,54% of the insurance companies in the final exhibit and to 60,26% of market share in insurance premiums in 2004. Once the collection of the indicators had been processed, the fourth and last stage dealt with the calculation of the co alignment between competitive and collaborative strategies - from the standpoint of competitive and collaborative strategies associated with firms with superior performance - and of the test of the model, attained through the modeling technique of structural equations - SEM, implemented with the use of SPSS and AMOS software. The testing of the model was realized in four versions - the original and three re- specifications - employing variables in reflexive as well as formative modes. Not only the original model proposed but also its re specifications presented very good indicators of general fit, which permitted the acceptance of the main hypotheses that had been formulated and, thereupon, the applicability of the SCP paradigm for the industry of the test. The attempt to fill a void in the use of the SEM technique actuating the variable of construct Performance as formative is not advisable, in spite of the general fit presented. Particularly for this industry, co alignment has shown itself as germane in the sensitivity of the environment and on performance, especially when it involves the variables that represent the regulation of the sector, the entry of new insurance companies and the level of renewal of policies within the same firm. Yet another rather relevant contribution of the research is the bank of variables that was produced and that can be retrieved and used as a basis for a significant number of new models in Strategy under a diversity of paradigms here, in Brazil.

This research explains the role of aligned inter-firm performance measures as a predictor of success in of contractual alliances. Contractual alliances, a popular type of inter-firm relations, are also known as non-equity alliances and often display conflicting objectives in their contractual agreements. This research proposes that the assessment of contractual alliances performance must go beyond the contract’s ability to deliver to its internal performance targets or service level agreements (SLA). The success of contractual alliances lies in the alliance’s capability to contribute to the specific performance objectives of the firms involved as well as to fulfil its internal SLAs. This capability is called alignment and the results of this research show that is critical to the success of inter-firm relationships. The data for the research was gathered from outsourcing contracts between a logistics service provider and 149 users. Each contract includes its SLAs and two years of actual performance measures. The research design considers the firms’ financial measures as a proxy for their performance objectives during the same period of time. The alignment construct was operationalised by creating an inter-firm alignment (IFA) coefficient calculated with mathematical techniques to assess multi-dimensional fit amongst constructs. The three dimensions included in the IFA coefficient are i) alignment of contract’s SLAs and actual performance values, ii) alignment of contract’s SLAs and provider’s performance objectives, and iii) alignment of contract’s SLAs and user’s performance objectives. Success of contractual alliances was operationalised using known measures from the inter-firm management literature, such as longevity, stability, formality and relative profitability of the relationship. Information for all determinants was available in the 149 contracts. The quantitative correlations were specified and calculated using structural equation models (SEM). The results show that aligned inter-firm performance measures are a strong predictor of contractual alliance success. The empirical model supports the positive correlation of longevity and formality as measures of contractual alliance success, as stated in extant literature. The findings dispute the expected positive correlation between formality and stability with alliance success as described in the alliance literature. The results confirm the positive role of renegotiations as stated in the organization learning literature. Additional in-depth interviews were conducted with relationship managers, during the pilot study. The qualitative results support the quantitative findings. This research contributes to theory by: a) conceptualising and measuring the concept alignment to inter-firm performance measures; b) estimating the contribution of relation-specific measures to contractual alliance success, and c) introducing alignment of inter-firm performance measures as a predictor of contractual alliance success. The research and its results fill a substantive gap in managing contractual alliances. It provides the outsourcing industry with a tool that predicts the likelihood of relationship survival based on the degree of alignment of the inter-firm’s performance measures. The quantitative methods employed in the research extend the use of current techniques for assessing ‘fit’ in the strategy literature, into the field of performance measurement systems.

This research explains the role of aligned inter-firm performance measures as a predictor of success in of contractual alliances. Contractual alliances, a popular type of inter-firm relations, are also known as non-equity alliances and often display conflicting objectives in their contractual agreements. This research proposes that the assessment of contractual alliances performance must go beyond the contract’s ability to deliver to its internal performance targets or service level agreements (SLA). The success of contractual alliances lies in the alliance’s capability to contribute to the specific performance objectives of the firms involved as well as to fulfil its internal SLAs. This capability is called alignment and the results of this research show that is critical to the success of inter-firm relationships. The data for the research was gathered from outsourcing contracts between a logistics service provider and 149 users. Each contract includes its SLAs and two years of actual performance measures. The research design considers the firms’ financial measures as a proxy for their performance objectives during the same period of time. The alignment construct was operationalised by creating an inter-firm alignment (IFA) coefficient calculated with mathematical techniques to assess multi-dimensional fit amongst constructs. The three dimensions included in the IFA coefficient are i) alignment of contract’s SLAs and actual performance values, ii) alignment of contract’s SLAs and provider’s performance objectives, and iii) alignment of contract’s SLAs and user’s performance objectives. Success of contractual alliances was operationalised using known measures from the inter-firm management literature, such as longevity, stability, formality and relative profitability of the relationship. Information for all determinants was available in the 149 contracts. The quantitative correlations were specified and calculated using structural equation models (SEM). The results show that aligned inter-firm performance measures are a strong predictor of contractual alliance success. The empirical model supports the positive correlation of longevity and formality as measures of contractual alliance success, as stated in extant literature. The findings dispute the expected positive correlation between formality and stability with alliance success as described in the alliance literature. The results confirm the positive role of renegotiations as stated in the organization learning literature. Additional in-depth interviews were conducted with relationship managers, during the pilot study. The qualitative results support the quantitative findings. This research contributes to theory by: a) conceptualising and measuring the concept alignment to inter-firm performance measures; b) estimating the contribution of relation-specific measures to contractual alliance success, and c) introducing alignment of inter-firm performance measures as a predictor of contractual alliance success. The research and its results fill a substantive gap in managing contractual alliances. It provides the outsourcing industry with a tool that predicts the likelihood of relationship survival based on the degree of alignment of the inter-firm’s performance measures. The quantitative methods employed in the research extend the use of current techniques for assessing ‘fit’ in the strategy literature, into the field of performance measurement systems.

Despite the impact of Information Technology (IT) in today's service economy, its nature and role are elusive or ambiguous to say the least. This ambiguity has made it so difficult to measure the value of IT. To clarify the ambiguity, this study, with a focus on the strategic dimension of IT application in the web of organizational activities, proposes a conceptual model that relates IT application to Knowledge Management and then to Strategy. In this effort, incorporating the Co-alignment model as a theoretical binding agent, the role of IT is defined as a facilitator of organizational knowledge management that is regarded as the core of strategic management. The conceptual model proposed is further developed into a structural model for empirical testing. The goodness of fit of the model is assessed through the technique of the Structural Equation Modeling (SEM) along with first-order and second-order confirmatory factor analyses (CFA) using the survey responses of unit managers of multi-unit restaurant companies of the U.S. and Korea. Since the mail survey was conducted in two different nations, relevant multi cultural issues are also addressed to justify the use of combined samples for the study. The results of the statistical analyses indicate that IT application can be incorporated successfully into the domain of strategic management of restaurant companies as the facilitator of Knowledge Management activities. The hypotheses of the links between IT application and financial performance remained unsolved due to invalid data. However, this study made a certain degree of contribution in identifying the dynamics of IT application in the process of strategic management incorporating the principle of the Co-alignment model. / Ph. D.

This study investigates what three large, multinational hospitality companies do in practice when evaluating and making IT investment decisions. This study was launched in an attempt to 1) learn more about how multinational hospitality companies evaluate, prioritize, and select IT investments in the context of hotel GDS; 2) call attention to an important and costly topic in hopes of improving current practices; and 3) fill a noticeable literary void so that future researchers on IT and hotel GDS would have a foundation and starting point. The perennial question of any business is "How does an organization add value?" Value can be defined from many different perspectives and may result from tangible and intangible factors. Principal stakeholders include shareholders (investors), customers, and employees. Shareholders typically measure value in terms of economic return on their investment based upon some level of perceived risk. For customers, value is assessed in terms of a price-value relationship; that is, how much they received in terms of product and services for the price they paid. For employees, value is measured by salary and by the intrinsic rewards of the job. Yet, one of the most elusive questions with respect to information technology is "How can value be measured?" Hospitality executives are being pressured daily to invest more in information technology (IT) - especially in the area of hotel global distribution systems (GDS), which have become the cornerstone of a hotel firm's IT infrastructure and portfolio. There are a number of sweeping changes on the horizon impacting hotel GDSs and requiring the development of a well-crafted strategy for global distribution systems. These broad changes include bypass theories to remove airline GDSs and travel agents, the introduction of new and emerging player, and innovative approaches to pricing and promotion. Many of these developments offer promise to hoteliers, but they also threaten their control over their customer relationships and their inventory and add to the complexity and cost of distribution. Selecting the appropriate distribution channels is paramount to success and important if hotel firms are to grow top-line revenue and control overhead; yet the number of choices facing hotel executives is overwhelming. They are also at a loss for measuring value derived from IT. One of the greatest issues plaguing the advancement of technology in the hospitality industry is the difficulty in calculating return on investment. Until recently, most technology investment decisions have been considered using a support or utility mentality that stems from a manufacturing paradigm. Under such thinking, business cases could be built around an application or technology's ability to reduce costs or create labor savings. However, management's attitudes towards technology have been shifting in recent years. The more technologically savvy hospitality companies are looking to IT to build strategic and competitive advantages. These types of investments yield results over time, and seldom in the short-run. This is problematic among owners and investors who demand more immediate results. Moreover, it is difficult to quantify and calculate the tangible benefits of technology when it is used for strategic purposes. Today's financial models are inadequate for estimating the financial benefits for most of the technology projects under consideration today. While the hospitality industry has disciplined models and sufficient history to determine the financial gains or success of opening a new property in a given city, it lacks the same rigorous models and historical data for technology, especially since each technology project is unique. Although this problem is not specific to the hospitality industry, it is particularly problematic since the industry tends to be technologically conservative and unwilling to adopt new technology applications based on the promises of its long-term merits if it cannot quantify the results and calculate a defined payback period. When uncertainty surrounds the investment, when the timing of the cash flows is unpredictable, and when the investment is perceived as risky, owners and investors will most likely channel their investment capital to projects with more certain returns and minimal risk. Thus, under this thinking, technology will always take a back seat to other organizational priorities and initiatives. Efforts must be made to change this thinking and to develop financial models that can accurately predict and capture the financial benefits derived from technology. Given the present predicament and difficulties surrounding the current tools, techniques, and measures, executives are faced with an important choice. They can 1) continue to use the present methods despite their shortcomings, 2) dispense with ROI, cost-benefit, and discounted cash flow analyses altogether for IT projects, or 3) develop new methods, tools, and measures that can accommodate the complexities of IT and quantify the intangibles. This study is a call to action in favor of the latter because the measures determine not only which projects will be accepted but also how their success will be evaluated. Having a rigid evaluation process forces executives to identify a project's potential contribution and align the project's objectives with the firm's strategic goals and objectives. Using the co-alignment principle as its theoretical underpinning, this study employs a multiple-case design to investigate the resource allocation processes used with respect to information technology and global distribution systems. It looks at how three leading, multinational hospitality firms address IT project/investment evaluation and decision-making, the measures they use, and the frustrations they encounter. These frustrations include problems that arise from a hotel firm's fragmented ownership as well as from hotel executives' inability to measure the results of IT through definitive cause-and-effect relationships. The results of the study provide affirmation of the co-alignment principle and document linkages and co-alignment between strategy and IT. Clearly, decisions involving IT and hotel GDSs require multivariate measures, multidimensional perspectives, and multidisciplinary involvement. However, research from the marketing discipline is noticeably absent in this area. This study concludes that because IT plays an important enabling role for marketing initiatives and is redefining the supply chain of a hotel firm, marketing researchers can no longer stand on the sidelines. This study also identifies three important constructs, or classes of variables (context, process, and project), the variables comprising each, and their influences on the evaluation and decision-making processes. These findings add to the understanding of IT evaluation, measurement, and decision-making in the context of hotel GDS. This study clarifies the intangible aspects in hopes that useful measures can be developed in subsequent research to quantify and evaluate these costs and benefits. Finally, this study provides a series of prescriptions or recommendations gleaned from the three companies that were the focus of this study in hopes that they will lead to the development of best practices in the hospitality industry. / Ph. D.